The report goes on to reveal that the average U.S. Wi-Fi–enabled household streams an average of one hour and 40 minutes of Netflix content directly to their television on a daily basis. Ranking behind Netflix is YouTube, followed by Hulu, and then Amazon Video. (The report also reveals that Hulu boasts the most overall streaming hours per household, but notes that "Netflix is the leader in penetration and total engagement.")

But the dominance of Netflix is just the start, as OTT is growing monthly, now reaching roughly 54 percent of U.S. homes with Wi-Fi in the U.S., making it an official mainstream activity beyond the "Netflix and chill" memes and jokes on social media.

Image: comscore

The study, released in June, measured 12,500 homes and over 150,000 devices throughout the United States.

As you might expect, the study found that most binge-watching occurs during the weekend. But there's another data point in the study that should give traditional TV networks even more cause for concern — timing. ComScore found that OTT viewers have the same primetime TV watching peak window as live TV: between 8 p.m. and 11 p.m.

That means the challenge for live TV isn't just about on-demand video versus live TV content. OTT is also carving its way into the live television's supposed saving grace: primetime appointment viewing of live events and programs.

Oh yeah, and now Twitter and Facebook are streaming live events, and creating original shows—just like Netflix. It's probably too early to call this the death knell of traditional, broadcast live TV, but it's sure starting to look that way.

Mashable
is a global, multi-platform media and entertainment company. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.